Good Facebook creatives versus bad creatives––what makes an ad good or bad has a lot more to do with the business than you might think.  There are plenty of trendy ways of making ads, and there are always fun new approaches that people are trying. However, you also have to consider that static images have been working since before the Facebook pixel. Testimonial videos have worked since day one. User-generated content and Influencer content have worked since day one.   The bottom line is the actual quality of the content has far less to do with the success of the ad than the actual customer journey and business results.  I can’t tell you how many times something with a typo, lo-res video, or terrible product shot someone took on their phone beat out a $5000 video shoot.  What you need to pay attention to, more than anything, is the business results that your ads bring.  Also, you have to be precise with your goals for your ads...  Are you trying to generate more content to create greater stability? Are you trying to generate more content to increase your ability to scale?  Are you trying to just find one thing that actually works?  The right answer––even for the same exact ad account––can be wildly different depending on this question.  The real trick is being able to prioritize your business objectives and testing practices to deliver your desired results in a stable, projectable, and systematized fashion.  So what makes a good ad good, or a bad ad bad? Well, it’s a matter of asking yourself…   “Does this ad actually bring me a higher quality customer for my business objective of the campaign?”  Sometimes you might want something highly engaging. Sometimes you might want something that’s going to be very good at driving a sale. Sometimes you might want something informative. Sometimes you might want something that’s going to reach new people. Sometimes you might want something that’s going to keep someone who already loves you coming back. Every single one of these objectives might have a different winning ad.  So, the most important thing is clearly delineating what success looks like…and then testing your way to finding the best deliverer of that result!